The service was original launched in October 2011 by Zeebox Limited, a British company,[3] originally called tBone.[4]

In January 2012, BSkyB bought a stake in Zeebox and announced plans to integrate the software with its offering.[5] In September 2012, Zeebox announced expansion into the US with a commercial partnership with Comcast Cable, NBCUniversal, Viacom and HBO. Comcast, NBCU and Viacom also took minority equity stakes for undisclosed sums.[6] In November 2012, zeebox launched a joint venture in Australia with Network Ten and Foxtel.,[7][8]

In October 2015, Beamly was acquired by COTY[9] for an undisclosed amount.[10]